“How to” Videos – a Golden Opportunity for Brands to Generate Content

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how to videos

What would happen if you were a novice in the kitchen but this year it’s your turn to cook Thanksgiving dinner? When you find out you’re in charge of the turkey, panic sets in. You’ve decided to break out your grill and try something new, but how do you grill a Thanksgiving turkey?

Chances are, if you’re like many Americans, you find the answer with a Google search.

You type in “how to grill a turkey” and up pops a helpful video. Your Thanksgiving is saved!

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How to Increase Engagement with User Generated Content

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user generated content

Want to get your customers more involved in your business? Turn your most loyal brand ambassadors into content producers.

User generated content is any media that a customer (the user of your product) creates for you.

GoPro is perhaps the leader for user generated content with over 6,000 videos made with the cameras getting uploaded to YouTube daily. Look at a few examples of the user-generated content GoPro receives each day, and you’ll see impressive footage of kayaking in drainage ditches, flips over canyons, and jumping off tall buildings.

Although your product might not inspire daredevil videos, there are ways to get your customers creating content for your brand. But why should you invest time encouraging this type of content?

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CMO Rishi Dave on Dun & Bradstreet’s Digital Marketing Transformation

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rishi-dave-interview on digital marketing strategy

In this interview, Trent speaks with Rishi Dave, CMO of Dun & Bradstreet. Rishi has been with Dun & Bradstreet since February 2014. Trent found Rishi after reading an article titled, “If a 173 year old public company can digitally transform, what’s your excuse?”

If you are a CMO or CEO of an organization that hasn’t yet fully embraced digital marketing, you will learn a lot. Hear what Rishi focused on in the beginning and how they shifted their culture to embrace digital marketing.

What are a few other highlights? We talk about how the buyer’s journey has really changed in the last few years and how content marketing plays a role in that. Rishi also shares some best practices for lead segmentation.

Content Strategy: How GoodbyeCrutches.com Went From 3,000 to 70,000 Monthly Visitors

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ecommerce content marketing with Tom Schwab

Tom Schwab is the CEO of GoodbyeCrutches.com. Goodbye Crutches sells equipment for people who can’t put weight on one foot or the other. Tom came from the corporate world and started a medical supply business. Over the last 4 years he has taken his business from a regional player to a national leader using inbound marketing and the HubSpot tool.

In this interview, Tom shares at length what they did to grow their blog from 3,000 visitors per month – 2000 of which was from paid traffic – to over 70,000 visitors per month, with almost no paid traffic.

There are two key points in this interview:

  • How to get your buyer personas correct.
  • How to map out a content strategy that pays very close attention to the needs, wants, and fears of your buyer personas.

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Inbound Marketing: How Amerifirst Mortgage Generates 1000+ Leads a Month

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Our guest today is Dan Moyle. Dan is in charge of marketing over at AmeriFirst Mortgage. Dan knows how to succeed with inbound marketing in a ‘boring’ industry.

If you are in an industry that many would consider ‘boring’, and you’re not sure how you could possibly come up with enough to write about, this interview is for you. Dan shares the strategy he’s used at AmeriFirst to produce a lot of content that has produced fantastic results.

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How the Cleveland Clinic Has Increased Blog Traffic 800% in 12 Months

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how to increase blog traffic with Facebook by Amanda Todorovich

Amanda Todorovich is the Marketing Manager of Digital Engagement at the Cleveland Clinic. She oversees all content marketing strategies including the blog, social media, and email marketing. The Cleveland Clinic has been blogging for about a year and traffic has grown from 250,000 visitors per month to over 3 million visitors per month.

In this interview you will hear Amanda explain a couple of really important things that you need to understand if you haven’t started inbound marketing or haven’t yet found success with it. We discuss the importance of buyer personas, how to figure out what to write about, and how to get eyeballs on the content.

The Cleveland Clinic has put a huge amount of focus on Facebook and made a significant investment in building their following there. If you want to learn how to maximize reach and increase blog traffic with Facebook, listen closely!

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How to Leverage Blogger Outreach to Increase Traffic

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kristen-matthews_0

blogger outreach with Kristin Matthews

In today’s podcast, I interview Kristen Matthews, marketing manager at GroupHigh. Kristen is an outreach expert, and in this interview we talk about blogger outreach. Blogger outreach has fast become a popular way for brands to increase awareness for their products and stimulate word of mouth, mentions on social media, inbound links, and other good stuff.

To promote GroupHigh Kristen does a lot of blogger outreach. Kristen also does case studies for different case study articles and ebooks. And she works with GroupHigh’s top brand clients to give them advice and setup blogger outreach campaigns.

Why is blogger outreach valuable?  Because people trust them!

  • 81% of the US online population trusts info and advice they get from bloggers – that is almost everybody!
  • 61% of the online population has made a purchase decision based on recommendation from a blogger.

Stats from BlogHer.com

Ready to learn more? By the end of this episode you will have a very clear path about what you should do to get a blogger outreach program setup within your organization.

Listen now and you’ll hear Kristen and I talk about:

  • (03:00)  Introduction
  • (04:00)  Why is blogger outreach so important?
  • (07:00)  How do you find the right bloggers?
  • (10:20)  What are some tools to use for outreach?
  • (15:10)  What are some do’s and don’ts for making contact?
  • (19:20)  What are some other benefits of working with bloggers?
  • (26:50)  How do blogger events work?

Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Enjoyed this Interview? Here’s How To Leave us a Positive Review on iTunes!

If you enjoyed this episode, click here for more information on How to Leave Us a Positive Review on iTunes! Your review will help to spread the word and get more entrepreneurs like you interested in our podcast. Thanks in advance - we appreciate you!

Transcript

If you would like a transcript of the show please visit the original interview published at GrooveDigitalMarketing.com/19

About Kristen Matthews

kristen-matthews-image_0Kristen Matthews is the marketing manager at GroupHigh and loves the collaborative elements of modern marketing so you should reach out to her for questions or to work with her! Contact her at kristen@grouphigh.com or follow her @KristenWords and @GroupHigh.

Join the Conversation

One of the things that I love most about hosting my podcast is participating in the conversations they provoke. Each week, I ask one question. This week, it is this: Question: What part of your business are you struggling with most? Please share your answer by clicking one of the social icons at the top or bottom of this post.

Ask Me a Question

If you have a question, comment, thought or concern, you can share it by clicking here. We’d love to hear from you.

Subscribe to the Bright Ideas Podcast

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Streamlining a Marketing Strategy Through Marketing Automation

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marketing-automation-strategy

marketing-automation-strategy

Marketers are always searching for new ways to achieve better campaign results and deliver better ROI for their efforts. The business evolves on a near daily basis, which can make it difficult for marketing teams to reach these goals. Luckily there is something that marketers can use to help their programs run a little smoother while at the same time collecting valuable customer intelligence.

Marketing automation is strategy and software that allows marketers to find and nurture contacts with personalized content streams. This customized content helps to convert visitors into leads and leads into paying customers.

A company can use marketing automation software for all parts of the marketing funnel, not just at the purchasing stage. Leads should be nurtured at every stage, including post-purchase as customer retention and loyalty is crucial in growing a business.

Without marketing automation the process of following up with individual customers and offering an exceptional experience can seem almost impossible, especially for large businesses with vast customer bases. Research from The Annuitas Group found that there is a 451% growth in qualified leads for companies that take advantage of marketing automation software.

With numbers like those, it can be very tempting to make the switch to automation. Here are a few ways to achieve a successful and efficient strategy through marketing automation.

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August 2014 Traffic Report: Finally, a Quick & Easy Look at the ROI of Content Marketing

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August-2014-traffic-report

 

August-2014-traffic-report

When it comes to your website, do you ever wonder, What’s working? What content is most effective? Are we getting an ROI on our marketing dollars?

If you’re doing a great job with your content, it will be effective and engaging, and you’ll be generating not only brand awareness and traffic, but measurable ROI in the form of leads and sales.

(These are all areas we cover in detail in the process we go through with our Groove Digital clients.)

So how do you know your content is effective, and is actually leading to increased sales? How do you actually evaluate the ROI of content marketing?

To answer this question, we supplement the excellent data provided by Hubspot (which really helps us look at the leads and sales end) with data from Google Analytics (GA), which gives us an overall picture of our traffic and its effectiveness. The nitty gritty details of the GA analysis is exactly what I’m going to reveal in my monthly traffic report for August. (To see July’s report, click here.)

In the past, I’ve found GA to be overly complicated and hard to use. I always knew there was gold in the data, but GA’s poor design makes it difficult to figure out exactly what’s going on. Each month it took time and effort to dig around for the statistics we wanted to view, and each month we knew there were more that we could be looking at. This month, we began using our latest GA dashboards, and I couldn’t be happier.

The data we look at for our traffic report helps us to answer the questions of What’s working and what’s not? What’s most effective? and What is the ROI of our content marketing – how many leads is it getting us?

Here’s what we found for August:

Business Stats

Our high-level traffic and conversion data is available on our Business dashboard. Here we find out:

  1. Are we getting more visitors?
  2. Where are our visitors coming from?
  3. What is the trend in conversions (in our case, subscribers)?
  4. Where are conversions coming from?
  5. Who are our top social media referrers?
  6. Are visitors consuming more content? Are they spending more time on the site?
  7. What percentage of our traffic is from mobile?

BIBusDashTraffic & Referral Sources

Our traffic has risen more or less steadily since we started blogging regularly on Bright Ideas. Here’s a look at the month to month increase:

BI-traffic-inception-thru-August-2014

 

For the month of August, we continued our focus on Groove Digital Marketing agency activities. Even with the majority of our posts published on Groove, Bright Ideas received a lot of traffic, as would be expected from a mature site where we’ve been blogging for almost two years.

August-2014-traffic

This month, our increase is due largely to increased referral traffic – we had a couple of posts go viral on StumbleUpon again (more on this in the Popular Content section below).

Subscribers & Referral Sources

To get truly useful data from GA, you want to know not just what traffic you have, but how many conversions you’re getting. In other words, how many of those visitors are you converting to subscribers? Or, if you have online product sales, to customers? In our case, we measure conversions in terms of subscribers.

In order to do this you need to set up what GA calls conversion “goals”, so that this data will be available. This was something that until recently, we didn’t have working (it’s trickier than it should be!). We finally hired someone to help with this.

Click here to purchase these dashboards for your business (includes goals setup).

We had significantly increased conversions in August. Most of the increase was from email; the numbers in the other areas remained similar to July’s conversions.

August-2014-conversions

Significant Conclusions:

  1. We are getting more visitors. Much of our increase in August was due to increased StumbleUpon traffic.
  2. Conversions were significantly increased over July, much of which was from email.

Content Analysis Stats

Our Content Analysis dashboard helps us answer questions such as:

  1. Which content was the most popular?
  2. Which entrance pages got the most traffic?
  3. What pages had the most conversion “assists”? (A page “assists” a conversion if visitors view it before conversion.)
  4. Where are visitors exiting my site?
  5. What is our overall site engagement? (How long are people spending on each page?)
  6. How engaging is our top content?
  7. Where in the world is my traffic coming from?

BIContentDash

Popular Content

By far our most popular pages are lumped together under ‘Other’. This is actually a really good thing as it indicates we have a lot of different content that appeals to our visitors.

August-2014-content

After ‘Other’, the most popular content were the posts that went viral on StumbleUpon (Lessons Learned from 50 Marketing Agency CEOs and How to Start a Business with No Money). These were actually both great posts (the former is a summary of the best of the best I’ve learned from other agency owners, the latter a podcast interview where I was the interviewee and my friend Wes and I talk about what it takes to make it in business), but as we’ll see below, most of the StumbleUpon traffic was not high quality and didn’t convert well.

Click here to purchase these dashboards for your business.

Popular Entrance Pages

Again, our StumbleUpon posts showed up as popular entrance pages, as people went directly from StumbleUpon to those pages.

August-2014-entrance-pages

Similar to last month, traffic direct to our homepage increased as well. This month it was up almost 10%.

We also sent traffic to some of our new posts last month (including Tony Wright’s interview and our July income report).

The remaining popular pages are older posts that seem to be receiving significant organic traffic: my analysis of Infusionsoft vs Ontraport and Infusionsoft vs Mailchimp. With these posts, we used focused keywords and smart SEO tactics when we first published them, and our domain authority with respect to all things Infusionsoft is strong.

August-2014-entrance-page-details

If we look at the pages that received a lot of StumbleUpon traffic (Lessons Learned from 50 Marketing Agency CEOs and the How to Start a Business with No Money Interview), we see that most of the people who visited those pages also left our site without exploring any further. Compare our top couple entrance pages with our top exit pages:

August-2014-exit-pages

Conversion & Conversion Assist Pages

These are the pages that were most likely to convert a visitor to a subscriber (we also have PPC goals set). Our increase in conversions from July to August was mostly due to these PPC goals.

conversion_assists_per_page_July_2014

Significant conclusions:

  1. We had a variety of popular content.
  2. Besides our homepage, the pages that received the most traffic were those that went viral on StumbleUpon.

Click here to purchase these dashboards for your business.

Additional Information

In addition to the Business and Content Analysis Dashboards, we have Site Performance and Realtime Traffic dashboards.

Site Performance Stats

Our site performance dashboard answers the following:

  1. What is the average page load time?
  2. What is the page load time for new vs returning visitors?
  3. What is the average load time for popular pages?
  4. What is the mobile page load time?
  5. What is the average server response time?
  6. What is the server response time for new vs returning visitors?
  7. What is the average domain lookup time?

BIPerformanceDashThese page load times reveal longer loads than we’d like. Luckily the averages are a bit misleading, as there are spikes in page load times a couple of days a month. Still, we’d like to have pages that consistently load quickly. We have actually switched our site around on the back end a number of times to try to reduce our page loads. This report would indicate that we still have more room to improve.

Realtime Traffic Stats

Our Realtime Traffic dashboard answers the following:

  1. How many active visitors are on the site right now?
  2. What are their locations around the world?
  3. What pages are they on?
  4. What keywords brought them to the site?
  5. How many pageviews have there been in the last 60 sec?
  6. How many pageviews have there been in the last 30 min?

Realtime Dashboard   Google Analytics Aug 8When we look at how our site is performing month-over-month, we like to see averages and trends. However, if you want a snapshot of what’s going on on your site right now, the real time traffic dashboard is where you’ll find it.

Want Dashboards Like These?

If you’d like to purchase these dashboards for your own business, you’re in luck! We have a dashboard package available that includes:

  • The Business Dashboard
  • Setup of GA goals so your conversions appropriately reflect your leads or online sales (as applicable) – necessary to make the conversions portion of your Business Dashboard work correctly
  • The Content Analysis Dashboard
  • The Site Performance Dashboard
  • The Realtime Traffic Dashboard
  • Plus a training call to be sure you know exactly what each part of the dashboard means

Click here to purchase these dashboards for your business.

Summary and Insights

If you thought this post was helpful, please be sure and share it!

Our dashboards quickly revealed that:

  • We’re getting a lot more organic traffic.
  • We’re getting many more conversions, a significant number of whom are interested in Infusionsoft.

Best of all, it didn’t take a lot of time to figure this all out.. have I mentioned how much I’m digging those new GA dashboards?

Click here to purchase these dashboards for your business.

Hey, thanks for the info. Now what?

If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article.

Have questions or comments? Please contact me.

If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons.

Thanks so much!

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Groove Digital Marketing Agency: Key Activities and Results as of August 15th

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how to launch a marketing agency groove weekly header

In today’s post, as promised, I’m going to give you a look over my shoulder for the past week and share with you what I did, as well as the results we achieved. If you missed the last post, you can find it combined with the July income report here.

As always, my hope is that my transparency with you can be the fuel you need to achieve similar results in your own business.

Sound good? Let’s get into it.

Key Activities Since Last Update

During the past two weeks, here’s a summary of what happened:

  1. I created a new documented prospecting system for our target accounts
  2. I created a new LinkedIn group
  3. I wrote a new eBook for our target accounts
  4. I decided to move Groove’s blog from WordPress to HubSpot’s COS

Now that you’ve seen – at a high level – what the key activities were, let’s dive into some details.

New Prospecting System

Ever since getting back from Boston, I have been uber-focused on creating a better prospecting system for our Target100 accounts. The goal of the new system was to create a consistent 7 step process that was specific to what we are selling and who we are targeting. If you’d like to learn how to create a system like this, just purchase my Best Buyer Formula…because that is the exact process that I’m following.

Here’s an overview of what the process looks like for each target account.

Step 1: We use HubSpot’s Signals Insight to easily get their email address.

Step 2: I send them a LinkedIn connection request so that I can invite them to participate in the LinkedIn group that I created.

Now that we have their contact information and have made a connection request, we send an email.

Touch 1: The first email we send asks them a question that has nothing to do with our trying to sell them anything. In our case, we are asking them about something called an MDF program. MDF stands for Marketing Development Funds, and as each of these company is a Value Added Reseller for a large technology company, they all know what MDF is. When they reply, thanks to their email signature, in most cases, I now have their direct line.

Touch 2: When they reply, and many do, we either invite them to do a pre-interview for my podcast (if their site rocks), or, if their site/blog sucks, we offer one tip to improve conversions and ask them if they might be interested in hearing more ideas. If they say yes, I call them immediately. (HubSpot’s signals app alerts me via my phone to when they are reading my email.)

Touch 3: If they haven’t yet responded to my contact attempts, I send them another email with links to two blog posts on how to blog properly. I then follow up this email with a call and will leave voicemail if they don’t answer.

Touch 4 & 5: If they still haven’t responded, I will call twice more, but will not leave a message. I will also send an email at this point that either shares some more content, has a link to our new eBook landing page, or I will follow the advice in this post.

Touch 6: For this touch, I send them a link to a website diagnostics report that will score their site from a marketing perspective. I will also call to follow up this email and I will leave voicemail if they don’t answer.

Touch 7: This is my final attempt to get in touch with them. In this last email, I ask for their permission to close their file. I will also call them one last time.

Subject: Permission to close your file

Hi Name,

I’m writing to follow up on my voicemail. Typcially, when I haven’t heard back from a prospecct after a 6 or 7 attempts, it means they are really busy or aren’t interested. If you aren’t interested, do I have permission to close your file?

If you are still interested, what do you recommend as a next step?

Thanks for your help.

Why 7 Calls?

The reason I make this number of contact attempts is because a study by Leads 360 told me to. As you can see, 6 or 7 attempts is what is needed.

leads360_wp_call_attempt_study

My LinkedIn Group

About a week ago, I interviewed Josh Turner from LinkedSelling and during the interview (not yet published), he shared with me a case study for one of his clients. When I looked at the LinkedIn group that he created for them, it was quite active.

An active group is very beneficial for the group owner because with an active group, you have an engaged audience. Over the next few months, I’ll be curating content and stimulating discussion in my new group, as well as inviting every single one of my target account prospects to join it. The fact that I have a group just gives me another reason to email them that is not selling related.

New Lead Magnet

So far, all the lead magnets (eBooks that we offer for download) that we use at Groove were originally written by HubSpot and then rebranded with our branding. HubSpot allows partners to do this, so it’s a huge time saver.

Now that we are targeting the VARs of this large technology company with our outreach program, I realized that we needed a new eBook (lead magnet) that was written specifically for them.

Rather than write it from scratch, all I did was find past blog posts that would resonate with them and then use the content (with some tweaking) from these blog posts to produce the eBook. Total time invested to create it was only a few hours.

Moving Our Blog to HubSpot COS

In the past, I was against having my blog on HubSpot’s COS platform. The thinking was that I wanted to “own” the platform that all of my content resides on (WordPress).

After seeing data that told me that page load speeds on HubSpot’s COS were 2x as fast as WordPress, I started to reconsider my position. I then learned that by using the COS, I will gain access to additional features (smart content) and better reporting. I also learned that, should I ever want to, I can easily export all my content back to WordPress with a mouse click or two.

As of this writing, we are only a few days away from having the transition completed. I would have moved the entire site, but, that was going to be too costly, and, at least for my pages, I REALLY like the Enfold theme that I’m using. The advanced content layout editor is just KILLER.

Traffic & Leads

We’ve started to look at our traffic in much more detail in our monthly traffic reports. Our new dashboards are pretty impressive!

You can find all the details in our detailed July traffic report.

Additional Resources

What Questions Do You Have?

If you have questions about this post, or anything to do with marketing, please leave them in the comments down below. That way, I can look at the most commonly asked questions and write detailed blog posts on these topics in the future. If you don’t ask questions, it’s much harder for me to come up with ideas to write about, so please don’t be shy!

Now What?

If you liked this post and want future updates on our progress with how to start a marketing agency, just click the image below. If you’d like to get even more help and surround yourself with other agency owners, be sure and check out the Bright Ideas Mastermind Elite, which is my mastermind group for entrepreneurs running marketing agencies.

Hey, thanks for the info. Now what?

If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article.

Have questions or comments? Please contact me.

If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons.

Thanks so much!

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